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Thread: Mobile for the Masses

  1. #1
    Bernadette Coleman's Avatar
    Bernadette Coleman is offline Featured Author
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    Lightbulb Mobile for the Masses

    Mobile for the Masses-lsf-featured-author-1200.jpg

    Itís 2016. Take a breath people - we made it to the future. It seems just a few years ago we were partying like it was 1999 (because we were). We missed the end of the world then and again in December 2012. Although, there were digital marketers that year, whose worlds were turned upside down by Google Penguin and again in 2013 with the 2.0 update.

    So the world didnít end and we still donít have hoverboards or flying cars, but we do have something I think is just as cool, and thatís mobile. Of course I think itís cool, Iím proudly nomophobic; the chances of you seeing me without my smartphone are exactly slim and none. Like me, 91 percent of adults keep their smartphones within armís reach Ė we are simply a culture who cannot stand to be without our mobile devices.

    Mobile for the Masses-screen-shot-2016-05-12-9.13.27-am.jpg

    This is also clearly evidenced by the fact mobile search officially overtook desktop search by a decent margin, last year. A trend which is not likely to revert, with the plethora of mobile devices available on the market. After all, Iím willing to make a significant bet half of you are reading this article on a mobile device right now.

    So the question still remains, ďAre your client businesses ready for the mobile-first revolution?Ē
    Think Local When You Think Mobile

    Itís no secret that the local consumer is our biggest target and rightly so. At this moment thereís a mom in a big box store with her smartphone in hand, checking the price of a major purchase at the competitor of the store she is in, as well as against an online retailer. A Millennial worker is using a tablet to check what time happy hour starts tonight at his favorite local bar and what drink specials are available. And a business traveler is using his or her rental carís in-dash navigation to find the hotel theyíre staying in this week for a conference.

    These are opportunities for businesses to tap into the lives of consumers.

    If 74 percent of people are using their mobile devices to help them while shopping and 79 percent of those make a purchase as a result, we have to ensure our clientís businesses are ready to be found on mobile and that the information that gets to consumers is accurate and delivered quickly.
    Time to Get AMPíed

    To help consumers have the best mobile experience, by receiving clear content quickly and at any time to appease their ďalways-onĒ behavior, Google released the Accelerated Mobile Pages Initiative, better known as AMP. And, yes itís already a big deal.

    Just last week, the SEM Post speculated that AMPís next big move is into local businesses in search; I bet you all know Iím pretty excited about that possibility.

    AMP works to ensure optimized Web pages load instantly on mobile devices for a seamless mobile experience. According to Google, ďEarly testing shows that web pages built with AMP load an average of four times faster and use 10 times less data than equivalent non-AMP pages!Ē WOW!

    A good place to implement AMP and test it is on your clientsí blog pages for their websites. As the initiative currently affects the Top Stories section of Google Search, content published to blogs that is ďAMPíedĒ could show in the carousel Ė say hello to traffic! And we could all use more of that.
    The initiative is only live in 12 countries so far, but itís still a good idea to begin the implementation process for AMP. This gives you and your clients sufficient time to test and find any possible errors in the code, as only pages free of errors will surface. According to Googleís Webmaster Trends Analyst, John Mueller, errors and updates have a lag between implementation and when they actually show up in the Google Search Console.

    Looking forward, to the possibility of this coming to local businesses, you can see how powerful AMP could be. When that mom I mentioned earlier only has a moment to decide whether to grab that item in Store A versus Store B, the competitorís site better load within three to five seconds, which is no problem for AMP, to help her make the best purchasing decision.

    Start Thinking Forward


    Are you leveraging the power of search to be a go-to resource in the binary minds of digital personal assistants? As I recently discussed in a post, Google Now is EVERYTHING! It helps me prepare for my day, from telling me traffic patterns and sharing calendar reminders to helping me check in for my flights.

    How is your clientís local business connected in the larger search engine ecosystem? Is their NAP data correct, are their citations clean and up-to-date and are physical business locations easy to find on maps?
    When your target consumerís assistant of choice is building their daily schedules to pick up the dry cleaning, stop for milk or check for local insurance agents, is your clientís business going to pop up?

    Is your app game strong? Beacons, like digital assistants do work for you to lead consumers into your brick-and-mortar locations. With the increase in micro-moment marketing, this provides you the opportunity to help consumers choose your clients. If it makes sense for your clients to have apps, do so and set up beacons with good information, deals and reminders. These will push to consumerís mobile devices when they are in the vicinity of client business locations, as long as the consumer is set up to receive the alerts. Make the beacons worthwhile and intermittent enough to garner consumer buy in.

    These ideas about mobile first are pretty basic when you think about it. I get excited thinking about how this can also integrate into wearables and how those will begin to drive local search.

    Will your clientís information be found in mobile search to consumers to their doors?

    Get on board with the mobile-first mindset and youíll be ready to reach consumers anytime and any place.

    Whatís working for your clients? Comment below and letís discuss the mobile-first mindset.
    Bernadette Coleman, CEO of Advice Local
    Join me in the ďAdvice Local Ė Local Search SolutionsĒ forum.
    Advice Local provides Local Digital Marketing Software Solutions.
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  2. Members who thanked Bernadette Coleman for this post:

    advicelocal (05-12-2016),James Watt (05-12-2016),Linda Buquet (05-12-2016),lissaduty (05-12-2016),Tim Sweeney (05-12-2016)

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    Re: Mobile for the Masses

    Bernadette, another informative article about mobile. I totally have nomophobia and can't walk, talk, shop, or really even think without my iPhone nearby.

    On the subject of AMP, we have AMP'ed the Rocks Digital blog. We are watching the stats closely to see if we get a site traffic increase. Right now, it's a very small number of people visit the AMP posts.
    Join our community and continue the conversation. Advice Local - Itís Local Search Made Easy.
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    Linda Buquet is offline Community Leader - Google Local Specialist
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    Re: Mobile for the Masses

    Yes Bernadette. Nice well rounded post. You pretty much touched on everything.

    Quote Originally Posted by lissaduty View Post
    I totally have nomophobia and can't walk, talk, shop, or really even think without my iPhone nearby.
    Haha Lissa, I'm just the opposite - a mophobic.

    No I'm not really afraid to use my phone, just hate the small screen and keyboard. Plus I'm almost always in the office, so seldom need to use it. I guess if I traveled or was out a lot I would be forced to and would get used to it.
    lissaduty and advicelocal like this.
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    Re: Mobile for the Masses

    I'm with Linda, I hate being on my phone too much. Those little screens always make me feel like this.

    Of course, I remember reading about Dan Kennedy getting an assistant to print out any client websites he's supposed to overhaul, and apparently you can only communicate with him through fax, no email. You don't necessarily have to live in the pond to go catch fish there I guess, you just need to know where they swim.

    Great post Bernadette!
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    Re: Mobile for the Masses

    Quote Originally Posted by Linda Buquet View Post
    Haha Lissa, I'm just the opposite - a mophobic.
    Linda, I got my first cell phone at 20 years old. Haven't been without once since. I'm lost when the battery dies.

    I am definitely one of the micro-moment mobile users that Google bases stats off of.
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    Re: Mobile for the Masses

    Quote Originally Posted by James Watt View Post
    I'm with Linda, I hate being on my phone too much. Those little screens always make me feel like this.
    James, the video link is a hoot! I think we all suffer from fat finger syndrome when typing on tiny screens.
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    Re: Mobile for the Masses

    Hi Bernadette

    At what point do you suggest AMP to a client?

    I have a client with over 50K of pages, well optimized, dedicated server and mobile loads around .4sec. So going through the effort of AMP will not be of benefit to this site, unless G said there will be a slight ranking advantage, but we know how that turned out with the mobile ranking advantage
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